AMMERZE

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True ROAS calculator

Every ad platform takes credit for the same sale. See what Meta, Google and marketplace ads really returned once overlap, GST, returns and RTO are taken out.

  • Free, no sign-up
  • Runs in your browser
  • Nothing you type is stored
Ad channels, same period
What really happened
₹

From your order reports, all channels, including GST. Leave blank if you don't have it.

%
% of sales

The share of order value that never turns into money.

%

Of revenue ex-GST, after product, fees and shipping. Work yours out.

How it's worked out

From dashboard ROAS to real ROAS.

A quick estimate across channels, not a replacement for incrementality testing. It assumes returns and RTO hit every channel equally.

Last reviewed

  1. 1

    Start with what each platform reports

    Meta, Google and marketplace ads each report the revenue they think they drove. Dividing it by spend gives the ROAS on their dashboards.

    Reported ROAS = platform-reported revenue ÷ ad spend

  2. 2

    Remove sales counted twice

    A customer who saw an Instagram ad and then searched on Google is claimed by both. When the platforms together claim more than you sold in total, every channel is scaled down to your real sales.

    Overlap factor = total sales ÷ sum of reported revenue (when it's below 1)

  3. 3

    Keep only the money you keep

    Take out GST, which goes to the government, and the share of orders that are returned or RTO, which never become money.

    True ROAS = reported ROAS × overlap × (1 − returns %) ÷ (1 + GST %)

  4. 4

    Compare with your break-even

    Your margin before ads decides how much ROAS you need. At a 40% margin, every ₹1 of ads has to bring back ₹2.50 of revenue just to break even.

    Break-even ROAS = 1 ÷ margin before ads

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FAQ

Good questions.

What sellers ask about the true roas tool.

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True ROAS is return on ad spend measured on the money you actually keep: real sales rather than what each ad platform claims, without GST, and after returns and RTO. It is usually lower than the ROAS shown in ad dashboards, and it is the figure to judge profit by.

Each platform credits itself for any sale it touched within its attribution window, so one order can be claimed by Meta, Google and a marketplace at once. Platforms also count orders that are later cancelled, returned or never delivered.

Divide 1 by your margin before ads, as a decimal. With a 40% margin after product cost, fees and shipping, break-even ROAS is 1 ÷ 0.40 = 2.5x. Below that, every rupee of ads loses money even if the platform shows a healthy ROAS.

Blended ROAS, also called MER (marketing efficiency ratio), is your total sales divided by your total ad spend across all channels. It ignores attribution completely, so it cannot be inflated by double counting, which makes it a useful check on platform numbers.

It depends on your margin, not on an industry average. A brand with a 60% margin breaks even at about 1.7x, while one with a 25% margin needs 4x. Work out your break-even first, then aim for a true ROAS comfortably above it.

No. The calculator runs entirely in your browser. Nothing you type is sent to Ammerze or saved.

One source of truth

Real sales, from every channel.

Ammerze brings orders, returns and RTOs from Amazon, Flipkart, Shopify and WooCommerce into one place, so the sales you measure ads against are the real ones.

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